Don’t tell me you’re unique too

Or: Tell me something I don’t know

There’s only really ever one sales pitch.

The only thing your potential customers need to know is that they can get something from you that they can’t get from anywhere else.

Even more so when you are a new small business. You have to offer something different or you’ll never drag people away from your competitors.

And that’s exactly what these customers need to read on your website.

So yes, your product or service needs to be unique.

But don’t tell your clients that.

Because one of the easiest ways of sounding just like everybody else is by calling yourself ‘unique’.

Almost everybody does it.

Normally on their home page, and more often than not, it’s listed as one of their main selling points.

But think about it a second.

Saying you’re unique is like those people who tell you they’ve got a great sense of humour. If they really had one, they wouldn’t have to tell you. They’d just make you laugh, the cheeky jokers.

So instead of using your website to tell customers your product is unique, show them why. Write about why it’s special, why it does something nothing else does, and why it’s better than everything else on the market.

You say you offer a ‘bespoke cleaning service uniquely tailored to an individual pet lover’s needs’, and nobody knows what you’re talking about.

Instead, say your cleaners are the only ones in London that also take dogs for walks, and you’ve got yourself a pitch.

The first version doesn’t tell your customers anything that will make them choose you, and on a home page, that’s a waste of precious space.

And if you don’t know how to explain why you’re unique, there are probably two possible reasons why.

Either you’re not, in which case, find a new product.

Or you are, but you just can’t put it into words.

If it’s the latter – and let’s hope it is – then give us a call at FullStopNewParagraph, and we make you pitch perfect.

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